2009 Ex Award Winners: Best Activation Of A Sports Sponsorship - Silver
From the June 2009 Issue
+ Featured in Ex Awards
- 2009 Ex Award Winner: Best Multicultural Event Campaign
- 2009 Ex Award Winners: Best Activation Of A Cause Sponsorship/tie-in - Ex Award
- 2009 Ex Award Winners: Best Activation Of A Cause Sponsorship/tie-in - Gold Award
- 2009 Ex Award Winners: Best Activation Of A Cause Sponsorship/tie-in - Silver Award
- 2009 Ex Award Winners: Best Activation Of A Sports Sponsorship
Silver Award
CAMPAIGN: Beijing Olympics
CLIENT: Coca-Cola Company
AGENCY: Momentum Worldwide
By leveraging its Beijing Olympic sponsorship in 2008 with a massive footprint for consumers and VIPs Coca-Cola was able to enhance retail relationships and keep itself top of mind for the millions of Chinese citizens who were on site. The idea was to show how “shuang” (meaning “hip”) Coke is.
The two-story Coca-Cola Shuang Experience Center was located near the Olympic Green and featured nine areas for engagement including: the Heritage Gallery featuring a timeline that started in 1928 when Coca-Cola first sponsored the Olympic Games; the Coca-Cola Theater showing a four-minute film about the 1984 Games when China won the first team sport gold medal in volleyball; and the Shuang Arena at the heart of the Center which surrounded guests with Olympic sports experiences like live broadcast feeds from events after-hours parties and live entertainment. The Perfect Serve invited guests to have an ice-cold Coke and receive a small premium before they left.
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